Free cabin upgrades with Cosmos Tours

Free cabin upgrades with Cosmos Tours

Thursday, 20 October 2016 14:00

There stil...

Last minute autumn breaks available at Haven

Last minute autumn breaks available at H…

Thursday, 20 October 2016 11:00

Agents can still give their customers a last minute family break this autumn from £99 when booking a Haven holiday between now and November 5.

Skiers urged to head east for best piste costs reveals new report

Skiers urged to head east for best piste…

Thursday, 20 October 2016 08:00

Cash-conscious skiers can avoid the slippery slope of higher prices for their annual downhill trip by heading to ski resorts in Eastern Europe.

Design an anniversary poster for DFDS competition

Design an anniversary poster for DFDS co…

Wednesday, 19 October 2016 14:00

Ferry operator, DFDS, is putting out a call to professional and amateur artists to create a poster that will be used in their 150th anniversary celebrations this year.

Savings on worldwide adventures with Explore

Savings on worldwide adventures with Exp…

Wednesday, 19 October 2016 11:00

Explore has launched a new collection of worldwide adventures with a launch offer of up to 10% discount on all new trips booked by November 7.

New route to Seattle makes it one to watch for 2017

New route to Seattle makes it one to wat…

Wednesday, 19 October 2016 09:12

Seattle is expected to be one of the fastest growing US destinations for UK travellers next year with a Virgin Atlantic direct non-stop daily flight launching March 2017, new hotel...

Air Transat launches 2017 programme with increased connections across Canada

Air Transat launches 2017 programme with…

Tuesday, 18 October 2016 14:04

Air Transat has expanded its programme of flights from the UK to Canada with increased capacity and connections for travel in 2017.

Oceania Cruises reduces single supplement fares

Oceania Cruises reduces single supplemen…

Tuesday, 18 October 2016 14:02

Oceania Cruises has launched a reduced single supplement promotion for solo travellers, with guests offered single supplements fares from 25% on seven itineraries, booked before December 31.

Mall of America welcomes arrival of MythBusters

Mall of America welcomes arrival of Myth…

Tuesday, 18 October 2016 14:00

Running throughout autumn until January 15, 2017, visitors can ignite their curiosity and discover whether they can really huff and puff to blow a house down; if running in the...

Emirates to launch new daily service to Fort Lauderdale

Emirates to launch new daily service to …

Monday, 17 October 2016 11:00

Emirates has announced that it will launch a daily service between Dubai and Fort Lauderdale-Hollywood International Airport, on December 15, serving the South Florida area, including Fort Lauderdale, Miami and...

New tours in UK & Europe from Back-Roads Touring

New tours in UK & Europe from Back-R…

Monday, 17 October 2016 08:42

Small group tour specialist Back-Roads Touring has launched its summer 2017 brochure to reveal a unique line up of new itineraries in Switzerland, Scandinavia, the Baltics, France, Iberia and Russia.

Star studded cruise line up from CMV in 2017

Star studded cruise line up from CMV in …

Friday, 14 October 2016 10:16

Cruise & Maritime Voyages has announced five star-studded cruises for 2017 following the arrival of its new main brochure.

Non-stop flights to Manchester from SIA

Non-stop flights to Manchester from SIA

Friday, 14 October 2016 10:11

Singapore Airlines will fly non-stop between Singapore and Manchester from October 30 as part of its northern winter schedule.

Exclusive offers to Borneo from Premier

Exclusive offers to Borneo from Premier

Friday, 14 October 2016 09:39

Premier Holidays has unveiled exclusive twin-centre offers to Borneo for 2017, with savings for couples.

 Demand for New Bristol Hotel ahead of its opening

Demand for New Bristol Hotel ahead of i…

Friday, 14 October 2016 09:22

With the highly anticipated opening of the new Bristol Harbour Hotel fast approaching (October 17), Harbour Hotels reports that it has seen ‘a substantial number’ of bookings in advance of...

Omega schedules exclusive packages from LBA

Omega schedules exclusive packages from …

Thursday, 13 October 2016 16:51

A series of exclusive special departures will take to the skies from Leeds Bradford Airport with Omega Holidays next year to offer Northern Lights, Italy, Austria and Croatia departures along...

Research shows that the influence of women on the travel sector is growing and it is therefore crucial to attract and retain women, both as employees and customers.

With women becoming increasingly important in the hotel, event, incentive and travel markets, targeted marketing is essential in order to maximize growth and progress business development.

Statistics from leading travel site The Gutsy Traveller indicates women make the majority of family holiday purchasing decisions, while female business travellers are one of the fastest-growing customer segments in global hospitality. In the US, it is estimated that women will spend $125billion on travel in the next year. Marketing bestseller, Inside Her Pretty Little Head, by Cunningham and Roberts, flags that globally, for almost every product and service range, women make 80% of all consumer goods purchasing decisions.

Cap Strategic Research and Web in Travel have both carried out research on the needs and desires of women business travellers, and have come to the conclusion that women do not want to be treated completely differently to male travellers, but do not want to be treated completely the same either. While women have many of the same needs as their male counterparts, they still demand the hospitality industry to be aware of, and cater to their preferences, which is more to do with the type of service they receive, than any sort of preferential treatment.

In Cap Strategic Research’s 2011 report, which surveyed the needs of women travellers in the US and UK, a significant 66% of women travellers state that travel companies would see an increase in their business if they tried harder to serve women travellers. Therefore, attracting women to sign up to traveller loyalty programmes would increase profit for companies focusing on this segment. The report concludes that companies that address women’s specific needs will achieve competitive advantage leading to improved revenue and profitability.

According to gender balance experts 20-first , so prominent is the rise of female consumerism, that Goldman Sachs created a basket of funds called the WOMEN 30 that specifically pinpoint businesses selling to women. These businesses have outperformed the average stock exchange over the past decade.

From an employee standpoint, women make up an ever-increasing share of the global talent pool. At Glion, we have 47% male students, compared to 53% female, which points towards a larger ratio of tomorrow’s hospitality leaders being women. A recent OECD report on the reversing of gender inequities in education predicted that by 2020 women will make up 76% of all graduates in Sweden, 74% in the UK, 56% in Korea and 54% in Japan (20-first).

Women’s accumulative education is accompanied by their increasing earnings and professional credentials. Women earn 40% of the world’s GDP and, in the UK specifically, women are expected to own 60% of all personal wealth by 2025. In Canada, 70% of new business start-ups are initiated by women (Inside Her Pretty Little Head).

While many of the available reports and statistics relate to Europe and North America, all trends point towards a growing female market across Asia also. In a recent survey of more than 21,000 bookers across Shanghai, Beijing, Singapore, Kuala Lumpur and Jakarta, it was found that women formed almost 85% of bookers and contributed to 89% of room nights (iRewards).
Accor Advantage Plus, the membership scheme for Accor hotels, runs 41 offices and makes 13 million calls a year, with women making up 80% of their workforce. Their most successful programmes are in Guangzhou, Shanghai, Jakarta, Wollongong and Sunshine Coast, Australia, all of which are run by women.

While the gender issue in hospitality is not a new one, it’s taken on more urgency in 2013 because of the growing power of the female dollar. Why aren’t things more marketed to women? It’s an old issue yes, and we breathe this, we grow up with it, we see what we believe and we continue with it without questioning why. Companies that are diverse in their leadership have a better chance of profiting from this segment of travellers.

In terms of present and future global talent, and taking into account that female travellers are becoming an increasing important and influential consumer segment, a focus on women may be the easiest way to ensure bottom line growth. In short, Womenomics is paving the way towards sustainable business development for the hospitality industry.

Glion Institute of Higher Education is one of the top three institutes of higher education for an international career in hospitality.

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